Flywheel helps Consumer Electronics client win big category share on BestBuy.com for the holidays

Flywheel is a managed services company focused on accelerating brand growth in digital retail. As a trusted partner for more than 400 brands, the company is a global leader in retailer paid search planning, execution, and optimization. Flywheel invests heavily in technology, building their tech and bidding platform from the ground up to meet their clients’ unique retail needs while managing data at scale.

One of Flywheel’s clients is a consumer electronics (CE) company that observed that their sales on BestBuy. com during the holiday season had declined year-on-year. This decline was largely attributed to a large uptick in promotional and advertising activity from competitors.

In preparation for the upcoming holiday season, the CE company’s primary goals on BestBuy.com were to cut through the competition, win back conversions, and ultimately drive higher sales.

A winning multi-faceted strategy

The consumer electronics (CE) company and Flywheel teamed up with Criteo to build a strategy through targeted ads. With Criteo’s help, the CE company also planogrammed the digital shelf on BestBuy.com to develop a share growth strategy, increasing their organic and paid visibility across top category search results.

With the growth strategy in place, the Flywheel team leveraged a multi-faceted approach through the Criteo platform to set up the CE company for success on BestBuy.com. Through keyword strategies, Criteo helped the CE company increase their campaign efficacy by only targeting relevant potential customers. Criteo also helped the client launch branded campaigns exclusively for a high average selling point (ASP) trade up opportunities. Lastly, Criteo helped the company dynamically adjust bids at the ad placement level to drive delivery on item and search bar carousels, while preventing excess delivery on other onsite placements.

As a direct result of the collaboration, the consumer electronics company was able to see impressive results during the new holiday season. The strategy enabled the client to rise above the competition on BestBuy.com through generating a 13% increase in category share. The CE company also achieved their goal to win back sales as they earned a 17% year-on-year increase in units sold and $3MM in incremental revenue.